To accommodate long-form content, we asked to totally reformat Jersey Shore commercial breaks. For The Other Guys and Takers, we created custom content using film assets integrated into banter from the cast. Eat Pray Love and Resident Evil weren’t as great a fit, so instead of using the cast, MTV created a custom “break accelerator,” which morphed Jersey Shore programming into the trailer. This was followed by a custom billboard (BB) execution called “Pass the BB,” which featured The Other Guys, Eat Pray Love, and Takers. Easy A had a brief intro, and then we had another “Pass the BB” that featured Resident Evil, Easy A, and The Social Network. Nearly 13 minutes of content featuring MTV/Sony-created executions and trailers aired in the hour. We convinced MTV to disregard traditional increments, and instead formatted the show to include solely our content, customized to the second.

The show was a hit, premiering with a 4.6million viewership (Nielsen data), and delivered a 3.8 rating on V12-34 (Nielsen data). 20% of exit polling (internal Sony theatre exit polling) said the Jersey Shore takeover contributed to their awareness of The Other Guys. Four of the releases opened at No. 1 and two opened at No. 2. None of the titles performed “below industry expectations,” with total opening weekend sales of $145.8 million.